Top Dermatology Marketing Trends for 2025

The dermatology marketing landscape is shifting quickly, with challenges and opportunities shaping how practices engage with patients. Rising costs, patient skepticism, and a more digitally savvy audience demand innovative strategies to stay relevant.

For dermatology practices, 2025 will be about bridging the gap between patient expectations and operational efficiency while adopting emerging trends. Here’s a closer look at what practices and trends must be prioritized for success.

1. Reimagining the Patient Experience with Next-Gen Journeys

Dermatology patients in 2025 want more than just effective treatments—they expect a seamless, personalized experience from their first interaction with your practice to their post-treatment follow-ups. Meeting these expectations requires the right mix of technology and strategy to eliminate friction points, build meaningful relationships, and exceed patient expectations.

Personalization Powered by Data

Customer data platforms (CDPs) have become essential tools for dermatology practices aiming to deliver tailored patient experiences. By consolidating first-party data from websites, social media channels, and appointment systems, clinics can better understand patient behavior. These insights help practices design personalized campaigns, such as targeting young adults with acne solutions or engaging older patients with anti-aging treatments.

Third-party data sources like Liveramp add another layer by providing insights into patient preferences, behaviors, and psychographics. With this combination, practices can build accurate patient personas that guide marketing decisions.

“As you start to survey those consumers, you have to be a little bit prescriptive in who you want to survey and who you want to understand. But then going back and validating. Are we actually reaching the right people? Are we actually reaching the ones that are making the decisions? Or, how does that vary by service line?”

—Andrew Henderson,  Director of Marketing Strategy at HCA Healthcare

Making Scheduling Stress-Free

The ability to book an appointment without hassle is critical for patient retention. A “digital-first” approach to scheduling ensures patients can quickly secure appointments online, whether through mobile apps, patient portals, or even social media links. Features like automated reminders, text confirmations, and easy rescheduling options reduce no-shows and increase engagement.

Call tracking systems such as Liine and Patient Prism further refine the process by identifying roadblocks in the booking experience. If data shows a pattern of dropped calls during peak hours, implementing a callback feature or live chat can solve the issue.

Adapting Based on Feedback

Patient feedback is a goldmine for improving experiences and delivering what patients truly value. Surveys and reviews can highlight preferences for communication channels, such as whether patients prefer email updates, text reminders, or phone calls. They can also uncover areas for improvement, such as adding clear pricing information or simplifying consent forms.

By combining feedback with data insights, dermatology practices can fine-tune every step of the patient journey, ensuring it aligns with patient expectations.

2. Dermatologists Must Go All-In on Diversified Channel Mix

Dermatology patients don’t follow a straight path when deciding on care—they scroll through Instagram, Google skin care solutions, and check reviews on Yelp. To stay relevant, practices need a mix of marketing channels that reach patients wherever they are and keep campaigns fresh. This means…

1. Overcoming Diminishing Returns: Relying solely on Google Ads or other lower-funnel platforms might seem practical initially, but these channels can hit a ceiling. When results plateau, adding social media campaigns or programmatic ads can bring new life into your strategy. For example, pairing Google Ads with Instagram Reels highlighting acne treatment success stories can connect younger audiences who are turning to social for advice.
2. Reaching Everyone in the Decision Chain: Dermatology decisions often involve more than one person. A parent might book a consultation after seeing their teen research acne treatments on TikTok, or an adult child might explore anti-aging options for their parent after seeing an email newsletter. To reach everyone involved, practices must diversify their approach using platforms like Facebook for detailed educational content and TikTok for bite-sized, engaging videos.
3. Creating Cross-Channel Momentum: A well-coordinated strategy ensures channels work together, not against each other. A Facebook ad introducing your brand can make patients more likely to click on your Google ad later when they search for a dermatologist. This synergy amplifies the impact and keeps your practice top-of-mind during decision-making.

Diversifying your channel mix is no longer optional—it’s the key to staying competitive in 2025.

3. Marketing + Operations Must Be in the Same Page

Marketing and operations aren’t separate lanes—they’re part of the same highway. Even the most creative marketing strategies can hit a dead end if these two teams aren’t syncing up. For dermatology practices, aligning marketing campaigns with operational readiness is the only way to provide smooth, hassle-free patient experiences.

Capacity Balancing

It’s one thing to generate interest with compelling ads and promotions, but what happens if your practice is fully booked? Patients eager for a Botox appointment won’t stick around if the waitlist stretches for months—they’ll move on. On the flip side, empty slots for micro needling during slower months mean lost revenue.

The answer is to align marketing campaigns with your clinic’s real-time capacity. For example, if a location has availability for laser treatments but your skin cancer screenings are backed up, adjust your ad budgets to spotlight the services you can deliver immediately. This balance keeps patients happy and resources optimized.

Removing Barriers

Here’s the truth: patients don’t want to jump through hoops to see their dermatologist. Complicated booking processes, confusing websites, or vague instructions can push people away. Think of your website as the “digital front door.” Is it welcoming? Mobile-friendly? Clear and straightforward?

And what about your patient calls? Review transcripts for hiccups. Are long hold times driving patients to hang up? Solutions like live chat or callback features can make a world of difference.

Reengaging Patients

Sometimes, patients need a reminder to stay on top of their care. That’s where automated follow-ups can work wonders. A quick text about seasonal skincare tips or an email alerting patients to open slots might be the push they need to schedule. Tailor these messages based on your patients’ preferences—it’s not one-size-fits-all.

As Michael Midgette, Chief Growth Officer at Thriveworks, said:

“We still need to assume that the individual on the other side is not entirely comfortable with reaching back. We constantly, as marketers, have to be making that individual feel welcome, supported, and heard every step of the way.”

Ultimately, the most innovative marketing campaigns mean little without operational alignment. Marketing and operations are a package deal—get them on the same page, and you’ll turn interest into long-term loyalty.

4. Democratize Data Across Teams

For dermatology groups in 2025, keeping data siloed between brands and locations is a recipe for inefficiency. A data silo happens when marketing, operations, or leadership teams store their information separately, making it inaccessible to others. This outdated approach causes miscommunication, slower decision-making, and missed opportunities.

In contrast, democratizing data means making everything accessible to everyone who needs it—whether it’s your front desk staff or the C-suite.

Have One Source of Truths With Unified Dashboards

To make informed decisions, all data needs to be in one place.

Consolidating appointment data, marketing metrics, and patient feedback into a single dashboard makes it easier to spot trends and act on them. For instance, if many patients skip follow-ups after acne treatments, a centralized system might reveal the underlying issue—like misaligned expectations about results. The marketing team can then highlight realistic outcomes in campaigns while operations adjust patient communications.

“Making data democratized means ensuring that our C-suite is fully read in on what’s happening, even at a very granular level, and allowing them to dive deep,”

—Clay Nickens, Vice President, Strategy & Growth at Action Behavior Centers

This depth of understanding equips leadership to support decisions grounded in actual data, not intuition.

Break Down Barriers With Cross-Team Collaboration

When marketing, operations, and leadership all look at the same data, it fosters better collaboration. Imagine a scenario where patient feedback suggests long wait times. With shared insights, operations can adjust schedules, while marketing recalibrates campaigns to promote services with immediate availability.

As Tom Stanton from Northwell Health explained,

“We want to do a better job of speaking the same language as our business partners… making it more apparent what is possible, and they make it more apparent what the problem is they want to solve.”

In 2025, data transparency isn’t just helpful—it’s essential. Practices that embrace data democratization unlock insights that lead to smoother workflows, sharper marketing, and better patient outcomes.

5. AI Adoption in Dermatology Marketing Will Keep Growing

According to Binariks, AI in healthcare is expected to grow at a CAGR of 40.2% and reach $173.55 billion by 2029. With that said, AI is creeping into dermatology marketing in ways that might seem subtle but are actually transformative. It’s not just about automating tasks; it’s about making every step of the marketing process smarter and, frankly, a bit easier to handle.

Improving Campaign Success with Predictive Analytics

One of AI’s strong suits is taking all that campaign data—clicks, views, conversions—and turning it into predictive models for what might work next. For example, if laser hair removal ads performed well last summer, AI can direct you to push similar campaigns during the same time frame this year.

And this isn’t just hype—451 Research dug into this and found healthcare teams, including dermatology practices, tend to lean on AI way more than most industries. It makes sense since predicting trends in patient behavior isn’t exactly something you’d want to leave to chance.

Talking to Patients Like They’re People

AI doesn’t just help with timing; it’s got a knack for personalization, too. Say your clinic treats patients with everything from acne scars to moles. AI can craft email campaigns or social media posts tailored to each group. One patient might get a quick guide on chemical peels, while another sees a testimonial video about mole removals.

This isn’t about spamming inboxes—it’s about hitting the right note at the right time. And that’s what keeps patients engaged.

Keeping AI on a Tight Leash

Of course, AI isn’t perfect. It spits out suggestions based on what it “thinks” is best, but there’s always room for error. That’s why you need to develop processes to review AI-generated content for accuracy. Beyond accuracy, you also want to check its tone. Ensure it sounds human and aligns with your brand voice. Patients can tell the difference between something that was thoughtfully written and something that’s all formula.

Overall, AI functions as a strategic resource, enabling dermatology groups to enhance campaign accuracy, deliver more relevant messaging, and optimize time and resources effectively.

6. Dermatology Patients Want Authenticity

Trust is the baseline for building meaningful connections with patients. However, the rise of AI-generated content has left many healthcare consumers doubting whether what they read online is accurate, let alone trustworthy (hence the prior recommendation in the previous note stating the need for thorough reviews.)

Patients are more skeptical than ever, wondering if the information they’re consuming comes from a real expert or if it’s just been churned out by a machine. This climate makes authenticity not just important—it’s the defining factor in standing out.

Humanize Your Brand

Patients want to see the people behind your practice. Real dermatologists sharing their expertise and genuine patients talking about their experiences go a long way in bridging the trust gap. Videos featuring practitioners explaining treatments like chemical peels or laser therapy can help demystify the process and make your team more approachable. Testimonials, especially those that feel natural and unscripted, add another layer of credibility.

For example, a blog written by one of your dermatologists explaining the benefits of micro needling not only educates but reassures readers that they’re getting guidance from a professional, not just a faceless entity.

Be Transparent About Costs and Outcomes

The uncertainty surrounding pricing is often a roadblock for patients. Offering upfront information about what treatments cost and what results they can realistically expect removes unnecessary guesswork. Providing detailed guides or free consultations for more complex procedures, like Mohs surgery or acne scar treatments, shows patients you value their time and decision-making process.

Move Beyond Generic Content

One-size-fits-all content won’t cut it in 2025. Blogs, videos, or social posts that regurgitate common information feel impersonal and, frankly, lazy. Instead, focus on creating content that reflects the unique perspective of your practice and the expertise of your team. What’s a common misconception patients have about your treatments? What advice do your dermatologists wish more people followed? Answering these questions with thoughtful, original content helps establish your brand as a trusted authority.

By addressing skepticism head-on and showcasing real expertise, your practice becomes a place where patients feel seen and supported—an experience that keeps them coming back.

7. Dermatology Practices Must Win the Race for Top Talent

While the demand for skin health services keeps climbing, the pool of available practitioners isn’t growing nearly fast enough. In fact, there are only about 11,500 dermatologists actively practicing in patient care across the U.S. right now. Meanwhile, nearly 38% of these specialists are inching closer to retirement age. This leaves many dermatology clinics scrambling to figure out how to staff their offices and keep up with patients’ growing needs.

So, what makes finding dermatologists such a challenge?

For starters, dermatology has always been one of those sought-after fields that top medical graduates aim for, yet it remains tightly limited by the number of residency slots. Each year, only around 470 new dermatology residents finish their programs and step into the workforce. That’s a pretty small number compared to how much demand is out there.

Unlike other specialists, dermatologists don’t deal much with hospital shifts or grueling on-call hours. Many focus heavily on elective procedures, which means they often enjoy shorter workweeks—three or four days at most. Add in the high income potential of offering cosmetic treatments, like laser hair removal or dermabrasion, and you’ve got a field that offers serious perks while keeping the labor supply tight.

Building a Recruitment Strategy That Works

In 2025, if dermatology practices want to keep their waiting rooms full of both happy patients and top-notch professionals, they’ll have to step up their recruitment marketing strategies. Here’s where practices can start:

1. Stand Out With a Great Employer Brand: Create a workplace that talented dermatologists actually want to join. Start with a career page that looks fresh and inviting, not just functional. Add team stories, a few candid photos, and maybe a quick video tour to make potential hires feel like they’re stepping into a positive, supportive environment. Highlight perks like flexible schedules, professional development opportunities, or even little things like free coffee and Friday lunches—it all adds up.
2. Keep Applications Hassle-Free: A clunky application process is a surefire way to lose great candidates. Dermatology practices should aim for forms that are short, straightforward, and mobile-friendly. No one wants to spend half an hour typing out a work history that could just be uploaded in a résumé anyway.
3. Get Social With Recruitment Ads: Job boards are fine, but if you really want to catch the attention of dermatologists, targeted ads on platforms like LinkedIn or Instagram can work wonders. Show off your office culture and vibe with cheerful team photos or patient success stories.

With skin cancer diagnoses reaching over 5.4 million cases each year, alongside the growing demand for elective procedures, the need for dermatologists isn’t slowing down anytime soon. But unless practices get proactive about recruitment, they’ll find themselves stuck in a cycle of understaffing and overbooking.

8. Rethinking What Success Looks Like

Dermatology practices these days need to look past those basic metrics like clicks or ad costs if they want to really know what’s working. Those numbers, while they might seem helpful on paper, rarely tell you what’s actually driving patients to book appointments or, better yet, return for more care. Instead, it’s all about figuring out how your marketing directly supports the business outcomes that matter most.

Focusing on Revenue Impact

The most important question isn’t how many people clicked on an ad—it’s how many of those clicks turned into actual appointments or contributed to long-term revenue. This is where tools like media mix modeling (MMM) step in to provide clarity. By analyzing campaign performance across multiple channels, MMM helps practices see which efforts are driving real results. For example, you might learn that paid search ads are fantastic for capturing high-intent patients, while social ads tend to build awareness that pays off weeks later.

Instead of relying on fragmented data from individual platforms, dermatology practices can use MMM to get a comprehensive picture. This isn’t just about optimizing today’s campaign—it’s about making smarter decisions for future investments.

Tracking Long-Term Engagement

The patient journey in dermatology is rarely a one-and-done process. Many high-value patients, especially those considering elective treatments, take weeks—or even months—to make a decision. Measuring patient lifetime value (PLV) gives practices a better sense of the bigger picture. For instance, a single patient who books a laser resurfacing session might return for touch-ups or explore additional treatments like fillers over the years. Understanding this long-term potential allows practices to tailor marketing strategies and nurture ongoing relationships.

Introducing RevRx™: A Smarter Way to Measure Impact

For dermatology practices grappling with complex marketing ecosystems, RevRx™ offers a solution that feels tailored for healthcare. Built on a robust MMM framework, this tool goes beyond basic attribution models to provide actionable insights. Unlike pixel tracking, which raises privacy concerns and often fails to tie engagement directly to outcomes, RevRx™ takes a HIPAA-compliant approach that combines revenue-focused analysis with machine learning forecasts.

Here’s what sets RevRx™ apart:

• Scenario Building: Run real-time simulations to see how budget shifts might impact outcomes.
• Channel Value Analysis: Understand how each channel contributes to conversions and revenue.
• Clear Budget Guidance: Get recommendations backed by predictive accuracy, keeping margin for error below 4%.
• C-Suite Reporting: Provide leadership with data that translates directly into business value.

With features like these, RevRx™ is all about helping dermatology practices map their efforts to outcomes that matter. Whether it’s understanding diminishing returns or proving your ad spend was worth it, it puts the data you need right where you need it.

Conclusion

Dermatology marketing in 2025 is a little different than before. Practices have to focus on connecting with patients in ways that feel real, making data work across teams, and using tech like RevRx™ to figure out what’s really driving success. It’s about stepping up efforts to keep patients happy and making sure operations and marketing are always on the same page. Add in recruitment marketing to tackle staffing challenges, and you’ve got a strategy that covers every base.